Currently there are three different Justin Timberlake 'Silver Tequila' spots, all focusing on how smooth and cool of a brand it is. The spots are very image-conscious and make me want to pour a glass for myself.
Implications - Consumers are willing to embrace products that are endorsed by celebrities. They construct a parasocial relationship with famous stars and feel connected to them, trusting their judgements. Companies can capitalize from this relationship and appeal to certain niche markets by arranging for celebrities to endorse their product or service.